Identifing a Market for Woody Florals, and Other Specialty Cut Flowers in Michigan

Final Report for FNC06-603

Project Type: Farmer/Rancher
Funds awarded in 2006: $1,598.84
Projected End Date: 12/31/2009
Region: North Central
State: Michigan
Project Coordinator:
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Project Information

Summary:

PROJECT BACKGROUND
My farm is located 30 minutes from two major floral markets, Grand Rapids and Lansing. We have a floral studio at the farm where I design floral arrangements for weddings and teach classes on floral design, landscape and gardening.
I feel growing woody florals and specialty cut flowers would enhance my business and supply a market that is under served. I have a walk in cooler and could store crops to be sold as needed by customers.
We also raise sheep, Percheron horses, 4-H market hogs, chickens and Dexter cattle. We raise most of our own feed for our livestock and garden to supply organic produce for our family.
We raise all our livestock on pasture with minimal grain and other inputs. We have been farming this way for 9 years.

PROJECT DESCRIPTON
Quality woody florals, which include curly willows, dogwoods and other woody nursery stock used in artistic arrangements, and locally grown specialty flowers are not always available to the floral industry in Michigan. This study would address the need to grow woody florals and specialty cut flowers in Michigan to supply a local market as well as introduce a new third crop for local farmers. Using the current research from the University of Nebraska, Lincoln on the how to grow woody florals, not only for profit but for engineering effects such as windbreaks, natural snow fencing and erosion control farmers can realize a profit on small pieces of ground not in current production. This is stewardship of the environment as well as profitable. According to the present study returns could be up to $5.00 per linear foot.
Other specialty cut flower crops such as peonies, hydrangeas, and lilacs to name the most popular could be grown and marketed through the same marketing channels or directly to the consumer through farm markets these crops could help small farmers to be more sustainable. These crops could prove to be profitable for the grower and desirable for the local floral industry. If a need is determined, a plan to share this information through several presentations to encourage farmers to form a loose cooperative to market woody florals, and other specialty cut flowers would initiate using the University of Nebraska model.

WORK ACTIVITES
I first consulted with Dr. Muarai Suvedi (evaluation specialist, MSU) about the survey and the best method to get the best results. After discussion I decided to do a phone survey instead of a written one.
I have phoned 125 florists, with a random sample from Michigan. I was able to talk to 52 owners, managers, or buyers. This gave me a much higher number of responses than anticipated with a mailed survey.
I also attended the Specialty Cut Flower Growers Conference in Lexington Kentucky in July. This was not part of my original grant proposal, but while researching the topic, found the conference and decided it would be an opportunity to learn more about the University trails at The University of Kentucky.
I am in the process of writing articles for MFA and others.

WORK PLAN
I gave a presentation at the 4-H Plant Science workshop and talked about the feasibility of growing specialty crops, marketing them, etc. Eight attended this session.
I have also shared the information with Tony from Bukiety Floral in Chicago, as he found me looking for information on my project, after seeing it on the SARE web site. We talked in great detail about the trials I am aware of and where to get plant material and the need for local products in his and other floral shops in the greater Chicago area. I plan to visit his shop this spring (date to be determined) to learn more about his business and also talk about the market for these products.
I have also been approached by 2 separate businesses in my local community to supply them with locally grown specialty flowers. I feel this is indirect education, especially if we can let the people in our communities know there are options to purchasing floral products from local growers.
I will have a booth at the local farmer’s market and plan to expand to one near our capital in Lansing. Shoeing the product to the public will give me an avenue to talk to vendors about growing woody florals to supply the local market.
I will also be presenting the information to the Ornamental Area of Expertise team at Michigan State University.
I plan to present a poster at the Small Farmers Conference in January 2009. I was unable to attend this year due to surgery.

RESULTS
The results are promising for interested growers.
77% of florists are interested in purchasing locally grown woody florals.
19% already purchase woody florals locally.
2% grow their own.
28% would like to purchase from a local grower, the rest from wholesalers.
90% of florists would like to purchase locally grown specially cut flowers.
2% already purchase locally grown cut flowers.
There was a variety of responses how they would like the products shipped and packaged.

DISCUSSION
The main thing I learned from this study was florists are very interested in local products, even though the trend in the industry has been to purchase the majority of floral products from South America and California. I feel some of the positive input from florists can be attributed to the “buy local” message we are receiving through the media.
With consumers willing to pay for organic and locally grown food it only makes sense to give them that option in their floral purchases. In addition to the study I also started selling cut flowers at my local Farmer’s Market. I sell many annuals as well as some woody florals. This will be the first winter season of selling woody stems from the Red Twig Dogwood and Pussy Willow so I am excited as I have had request for both products.

OUTREACH
I gave a presentation at the 4-H Plant Science workshop and talked about the feasibility of growing specialty crops, marketing them, etc. Eight people attended this session. I have also shared the information with Tony from Bukiety Floral in Chicago, as he found me looking for information on my project, after seeing it on the SARE website. We talked in great detail about the trials I am aware of and where to get plant material and the need for local products in his and other floral shops in the greater Chicago area. I plan to visit his shop this spring (date to be determined) to learn more about his business and also talk about the market for these products.
I have also been approached by 2 separate businesses in my local community to supply them with locally grown specialty flowers. I feel this is indirect education, especially if we can let the people in our communities know there are options to purchasing floral products from local growers. I will have a booth at the local farmer’s market and plan to expand to one near our capital in Lansing. Showing the product to the public will give me an avenue to talk to vendors and about growing woody florals to supply the local market. I have shred this information with members of the Ornamental Area of Expertise team at Michigan State University. Sharing this has been an ongoing experience. I shared my results with 58 Michigan farmers interested in locally grown products. I have had several calls and emails from people who read about my study while looking at the SARE proposals that are posted online. I currently am working on getting an article approved for print in the Michigan Florists. I recently spoke with 22 students at the Student Organic Farm at Michigan State University about the results and I encouraging them to look at the woody floral and specialty cut flower market as an excellent add on to their current products.

PROGRAM BENEFITS AND IMPACTS
At this time the impacts are not measureable, but I do know some growers that have used my information in planning for their cut flower crops.

Research

Participation Summary
Any opinions, findings, conclusions, or recommendations expressed in this publication are those of the author(s) and do not necessarily reflect the view of the U.S. Department of Agriculture or SARE.